Leading Flipkart's Buyer Experience Across New Categories

When Anuj joined Flipkart in 2010, it was the preeminent player selling books online, at 700 to 800 books a day. He led the buyer experience as Flipkart expanded from its catalog of millions of books into mobile phones, cameras, computers, accessories, and later fashion.

These categories required different ways of evaluating products, and their leaders brought different perspectives on how the experience should evolve. Anuj built relationships across the company and used the mental models of current and future users to guide decisions such as how to structure the homepage and how much prominence to give mobile phones while books remained the primary category.

He tied acquisition, discovery, evaluation, checkout, and payment into a coherent brand experience. His scope ran from SEO, SEM, and other acquisition channels through the first-time user experience, discovery, search, product detail pages, and the visual design language and information architecture connecting them.

Anuj launched reviews and ratings, adding user-generated content that helped buyers evaluate products and build trust. He also launched auto-suggest on Flipkart, connecting search and discovery into a more seamless buying experience.

Because trust was central to online shopping in India, Anuj worked with company leaders to make cash on delivery seamless. He expanded payment options through multiple payment gateway providers and worked with another product team on returns and refunds, tying the purchase and post-purchase experience together.

He managed product metrics and delivered growth as the company changed rapidly, with GMV growing about 100x during his time as a product and growth leader. He also developed processes that could support future growth, helping establish a strong foundation for Flipkart's buying experience.